The Social Enterprise: The Business of Going Social


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Are businesses that are early adaptors of the social enterprise more likely to be successful? Our thought leadership aims to help businesses across industries define their next innovation: the social enterprise.

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The Social Enterprise: The Business of Going Social

  1. 1. The BusinessOf Going Social The Agile Enterprise
  2. 2. The Agile Enterprise why consider going social? potential tidal wave of new information that comes with integrating systems with socialThe explosion in the population of online channels. Coupling this with a strong visionsocial communities is changing how we live from leadership and social-smart processes/and interact with others. Web users of all technologies will lead to intended businessages now naturally expect to gather and outcomes, and avoid unintended consequences.share information that was once held byorganizations as too privileged or too — Greg Kaplandifficult and costly to extract and Managing Director & VP, Bluewolfshare — whether at home, at work or onthe road. This phenomena represents newchallenges for organizations seeking torespond to their customer and employeeexpectations to more freely and openlycollaborate and share. 2Technology providers have proclaimed anew era in computing and are aggressivelymarketing solutions to help organizationsbridge this gap. Social CRM is a young marketfilled with many players, and evolving quicklyas more experienced companies enter thearena. The value of social CRM is growing as a social enterprise is acompanies engage in more direct dialog with successful enterpriseemployees and customers — for example, Speed and connectivity are the watchwordsgiving voice to the brightest thinkers in an for business success in the systems revolution,organization regardless of rank or avoiding building new opportunities for workforcea potential PR fiasco by nipping in the bud collaboration. Businesses can no longer afforda customer complaint posted on a public to simply react to customer expectationssocial network. by merely fulfilling requests for service. A successful social enterprise business cultureBluewolf believes that companies best must identify unfilled customer needs andpoised to benefit from social CRM are those other meaningful solutions based on routinethat already have a strong foundation and proactive interaction among productof customer information in place. An and service subsets.organization’s current ability to efficientlyaccess and analyze accurate data is an Huntington Bancshares Inc. is transformingessential prerequisite before adding a the sales culture of diverse business units by join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 2
  3. 3. connecting sales functions into an integrated found organizations that promote socialsocial enterprise, so that thousands of engagement within the enterprise had 41%colleagues now drive the growth of the improved collaboration across silos, 55%company together and can see the direct better information sharing, 24% increasedbenefits of doing so. It’s a logical and revenue and 43% greater market share1.necessary step for the future of anygrowth-driven organization. Key defining points of a social enterprise include the promotion of:— Zahid Afzal, EVP & CIOHuntington Bancshares Inc. Internal Operations and Collaboration: Social enterprises take knowledge sharing and brainstorming within teams introduction — defining the to the next level. They create platforms social enterprise that allow ideas to flow, be tracked andIn a world where social sharing has become communicated clearly through cloudubiquitous — we share pictures, fleeting based software systems. They build amoods, political harangues and funny vehicle for internal voices to be heardstories — we continue to hesitate to bring across the spectrum and, in very largethat sense of openness to the workplace. organizations, they break down theThe idea of a social enterprise is one that barriers created by geography functionattempts to capture the free flow of thought or sheer size.and information that we bring to our social Transparency: The social web is aboutinteractions into our organizations. The openness, and social enterprises thrive ongoal is to foster dialogue, share ideas and transparency. They allow executives anbuild transparency. With the advent of the opportunity to see through the layers ofsocial web, what used to occur around the hierarchies to understand how employeeswater cooler can now be systematized to are communicating and workingincorporate a wider pool of people, across with each other. They also allow peerdepartments, hierarchies and functionalities. transparency and create an environmentThe social enterprise represents an agile that values competition in creating valueenterprise, one that fosters ideas through and building a business.collaboration, engagement and nurturing. Customer/Client Engagement:It mines the knowledge of its employees, Meaningful engagement with customersclients and customers to create value. is a core of business practices today.A study by McKinsey & Co., which surveyed A social enterprise is one that buildsmore than four thousand executives, this focus into their internal, client 1 Source: McKinsey & Company, “The rise of the networked enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives. December 2010. join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 3
  4. 4. and customer engagement. More than designing their workspace to buildhaving a Facebook page or Twitter feed, interaction, many workers are stuckthe focus of social engagement should in cubicle farms meeting their teamsbe about a constant transfer and flow or those on their floor on a regularof information that feeds both value basis, but rarely interacting with otherand excitement/loyalty to a product members of the company. A tool such asor service as it happens. For example, Chatter by Salesforce promotes internalconsider Secret’s anti-bullying campaign collaboration by emulating the news feedon Facebook. It extends the values of the and interactivity of sites like Facebook,brand around a core issue that customers but with a company focus. Bridges arecare about. Consumers are commenting built between employees and an insideonline around Secret’s Facebook page view to deals and business is sharedand building positive brand identity. The across a wider array of employees.goal is to be unique, engaging and build Creating this kind of shared platformpositive brand sentiment. is where the true social enterpriseBrand Building: Communicating who you distinguishes itself.are in the social world is defined by yourfans — your clients, customers or those the internal social enterprisewho simply admire the contributions — driving employee engagementthat your company is making through Social media is a channel that connectsits products, services or community. It’s people and teams, promotes engagementabout communicating an image through and produces collaboration and innovation.the social platforms that consumers and The social enterprise is one that embracesclients use. This is accomplished through all the components of social media. Itsmobile ready websites to how companies relevancy exists for every organization andhandle major news releases and industry. Incorporating tools that encouragecommunications. In the social enterprise, collaboration and capture that into revenuebrand building is a constant exercise that enhancing ideas marks the successful socialadapts and changes according to how enterprise. In making your organization morecustomers react in real time — allowing of a social enterprise, the following themescompanies to shape their brand and the should be a goal:conversation around it more than theyhave in the past. Break Down Silos: A key way toEstablishing an Internal Culture: understand the social enterprise is toA lot of companies talk the talk of look at the concept of the silo. It’s a termcollaboration, but few walk the walk. bandied about in conversations aboutWhile some, like Google, go as far as organizational cooperation and change join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 4
  5. 5. when companies want to get employees to allows for faster internal adoption inlook up from their computer screens and building networks, getting voices heardwork together more. But, it’s a metaphor and learning the company’s culture.that’s far more powerful than we realize. A Eagle’s Eye View: It’s rare for executivessilo represents an impenetrable repository to truly know the thoughts of theirstoring something necessary. Now imagine employees, what they’re working onbreaking through that silo and having and how deals are progressing. Creatingwhat’s stored inside pour out. Social internal platforms that track progressmedia captures that flow of information and show information sharing gives ancontained within one individual’s or eagle’s eye view of the internal businessteam’s experiences. Social enterprises operations to the C-suite. Tablet mobileuse tools that break the individual silos technology innovation lead by Apple withemployees build around the knowledge its iPad2 and a few notable mentionsthey accumulate through their work or Lenovo Idea pad, Dell Streak Androidsmall teams and allows that information to Tablet and the Sony Dash more widely distributed.Share In Real Time: The days of keepinginformation close to the chest or being“in the know” are over. Successfulorganizations are seeking to shareinformation with each other throughthe cloud so that ideas and info areavailable when you want it, where youwant it. Building the infrastructureto allow employees to do this easilyis critical to collaboration. Sharinginformation when it happens is crucialfor a true social enterprise.Faster, Stronger Internal Engagement:A new employee at Cisco or Hewlett-Packard is one among 30 to 40 thousandpeople. The time it takes for him or her tobuild a network and become acclimatedis time lost in generating ideas and theknowledge that s/he brings from anothercorporate environment. A strong socialenterprise culture within a company join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 5
  6. 6. how social ready is your enterprise? join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 6
  7. 7. action steps: how to bring lays out goals on how employees shouldthe social enterprise into your work together to foster collaboration andwork place sets standards that can be measured. Consider posting an industry specificCreating a social enterprise internally requires news article or participating in ana 360 approach that incorporates business online discussion once a week. Put theprocesses with management oversight and goals and the standards for the socialclear metrics. Some of the ways that you enterprise on paper. This will break downcan bring your social enterprise into the the process of building collaborationworkplace include: from a cool idea into a manageable and Tools and Platforms: The social enterprise achievable process. seeks to create platforms that bring Executive Oversight: Without groups together and provide a trail of management buy-in and constant documentation. This helps to demonstrate encouragement, a social enterprise can the generation of ideas that lead to new never truly get off the ground. Employees projects or innovations. The goal is not for need to feel that it’s safe to share a select group to be “in the know,” but for thoughts and ideas freely. Implementing everyone to “know it all.” a social enterprise should include getting Internal Champions: Every cause needs management to participate in the flow an advocate and having internal adopters of information and ideas by commenting of the social enterprise philosophy is online, asking how people are sharing, critical for an organization’s success. how they are using tools and how they Having individuals who can put these are staying engaged online. practices of sharing, collaboration and Metrics: While calculating an ROI of use of new technology that carry weight your social enterprise initiatives may and authority in an organization sets not be possible, setting standards and a precedent that other employees can ensuring that you are measuring up to follow. Identifying these individuals in them is critical. How many employees your organization and giving them the are engaging online? How much sharing tools to be early champions of the social has there been around deal flow? What’s enterprise will aid adoption. the usage pattern around cloud-based Defining Standards of Collaboration: services? These are the types of metrics Defining how your organization would that can help you gauge employee like its employees to collaborate, use adoption. Firms struggle to allocate value new tools and build a social enterprise to multiple touch points for a single are necessary first steps. Write a policy opportunity. What matters the most? document or company manifesto that What type of social activity pushed join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 7
  8. 8. the deal over the line. Like any form of managing, building and refining a company’s measured research, test and control image in the public sphere. methods, varied tools and power of Facebook and Twitter are Baby Steps: experience will shape a social media ROI. The pages of AdAge and other trade Experimentation: In finding the path to magazines are filled with articles that success as a social enterprise, the goal dissect the value of a Facebook “like,” is to be ambitious and persistent, willing but creating a social media page to try different paths on the road to or updating on Twitter are only the achieving the optimal blend of collaboration, beginnings of building dialogue with communication and revenue enhancement. customers and clients. Status updates The social enterprise is new terrain for are a way to start a conversation, but many companies, and there is no path building loyalty and interest require a most taken. Instead, as new technologies rationale and a connection to the lives and best practices emerge, an organization of your customers. Great case examples needs to try different approaches to see what range from Sun Microsystems to Burger works best within their industry and King. Jonathan Schwartz’s blog for Sun organizational culture. That willingness to Microsystems receives 400,000 hits try new things is a hallmark of the social a month and comments of all kinds enterprise because it’s a public declaration are allowed and approved. Burger King of openness and receptivity to new ideas, ran a Facebook campaign that asked and the failures and success that result customers to sacrifice ten Facebook from attempting to build a more collaborative friends to win free food - it quickly went ecosystem. This should serve to motivate viral. Both these campaigns dabble with internal and external stakeholders. the negative. Unafraid of backlash, they put ideas out there. Having a “safe” and the external social enterprise “controlled” Facebook or Twitter feed —building a two-way dialogue won’t provide the social ROI that are likely by taking bold steps.The other side of the coin of the socialenterprise is the external dialogue that a Thought Leadership: When there’s a newcompany has with its customers. How does product launch or industry news that’sit build engagement, loyalty and interest in worth commenting on, is your companythe brand? How does a company become helping lead the dialogue? With the case ofa thought leader? Claiming to be a thought B-to-B companies, being on the forefrontleader requires the use of contemporary of thought leadership on trends and ideassocial media tools and a corporate strategy is critical to showing customers thatcommitted to the constant work of your company is innovating. Blog posts join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 8
  9. 9. or interacting with your industry’s trade organization to map out a strategic visionpublications are ways to build that sense and tactical plan to customize cloudof communication. IBM and Forrester and mobile technology based platformsResearch provide strong examples of this to promote internal engagement . Fortype of thought leadership. Both companies example, Bluewolf has used Chatter tohave employees and lead consultants blog build user groups around ideas focusedconstantly, providing a steady update on on new adoption of technologies. Thenews of the day in their industry. It creates groups within Chatter create a forum fordialogue and builds trust that your B-to-B participation and internal idea generationpartner is on top of your field. that the rest of the organization canAn Ear to the Ground: How often does tap into. Whatever approach you take,your company report its social media building that dialogue and relationshipmonitoring metrics? Does it even use with a select group of customers/them? Listening to what consumers and clients creates a new laboratory for yourclients have to say is as critical as voicing company that’s closer to the ultimateyour firm’s thoughts and opinions. Radian end client/customer than you may get6 and Get Satisfaction are both great tools through classic market research.that allow companies to hear throughthe social “noise.” Radian 6 may put it action steps: talking and listeningbest when it says that smaller brands to your consumers and clientsand new entrants need to understand Owning the Social Media Messaging: Thethe value of listening and participating in approach to social media varies wildly fromthe conversations around their product brand to brand. For example, IBM allowscategory and brands that are similar to employees to blog about whatever theythem, not just their own. It builds an want and emphasizes that the views areintimate knowledge of the consumer not necessarily that of the company. Othermindset, which can be translated into firms, such as Pepsi, tightly control theiractionable insights. Facebook and Twitter messaging and the useKnowledge Communities: One part of the of their brand online. What best works forsocial enterprise strategy for companies you depends on your brand, customer base,is to build a base of users – whether and how comfortable you are with letting gobloggers or avid customers – who are a of the reins.barometer for the ideas and initiativesyour firm is generating. Companies such But, make a decision and assign externalas Collective Bias are organized around social media responsibility to a team orfinding you that group of go-to users, group of users within the company. Trackwhile others like Bluewolf can guide an progress and then re-evaluate after six join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 9
  10. 10. months. If you started with a tight fist consumer or client sentiment around Call Today! 1-866-455-WOLFaround your messaging, you might just get an issue may help generate the next or +44 (0) 118 937 1059confident enough to loosen your grip. big idea for your company. about us > Bluewolf is your guide on the journey to Incentivizing Participation: You have a Facebook page, a Twitter account, conclusion — the path enterprise agility. We partner with clients to sync business and IT to create a new level of maybe a blog - now what? Building an to leadership business responsiveness. From cloud enabled audience is the key to brand success in The social media we have today is bulldozing customer life cycle innovation, to IT staffing, to agile managed services, Bluewolf knows the social media sphere. It can come the silos of our stored knowledge and how to get your business to the next level of through innovative contests or coupon creating platforms where that knowledge innovation. Our clients include Time Warner redemption, or in the case of B-to-B, can be shared freely. The social enterprise Cable, GlaxoSmithKline, ADP, Dow Jones & focusing on strategic insights that help seeks to capture the data that we all store Company, United Way, Chevron and more. your customers business. Whatever your within us and within small groups, and industry, the goal is to have something bring that data into the open so that it can that would bring people in because you be compared, discussed and acted upon. we’d love to hear your comments or questions about this white paper have something of value to give away, Organizations that embrace this change, Engage with us on Twitter, Facebook, share or contribute. which mimics how our world operates with Linkedin or Chatter. For media inquiries information today, are the best positioned to Quality of Content: In the most about this white paper please contact be leaders in their fields. The keys to success attended webinar hosted by author of lie in understanding that openness and Facebook Marketing and the Hierarchy collaboration are the new norm. Businesses of Contagiousness, @danzarella said that wish to ride the new social wave with “engaging in the conversation does not success will choose to revamp practices to work. Publishing interesting content become social sharing organizations. does.” Correlation of your content to what the audience is interested in attracts engagement like “fruit flies.” The accessibility of your content also contributes to how well it will be shared and how organic conversations will occur around them. Invest In Metrics: Expecting a dollar per dollar ROI on your social media is unrealistic, but it doesn’t mean there isn’t great value in investing in the tools and platforms you need to understand how your social chatter measures up. Also, simply gauging join the agile conversation contact bluewolf 1-866-455-WOLF | +44 (0) 118 937 1059 10